GOOD AFTERNOON

MARKETING RESEARCH

To determine the effectiveness of marketing strategy of uninor.

Under the mentorship of Mr Kshitez Banerjee

Saurabh Tewary Piu ChatterjeeShipra DevediAshish Jaglan RajshreeTonika Mallik Millind BhaduriaAparajita SirvastavaRahul SinghAshutosh Mishra

Primary objectives of the study To analyze the effectiveness of current marketing strategy by

Uninor .

Secondary objectives of the study To study how the customer choose their respective telecom

servicesTo find the awareness among the customers about Uninor and

its new plansTo find out the problems faced by the users of any telecom

network

To analyze the position of Uninor against its competitors

To analyze the loyalty status of the consumers

To find out the strength and weakness of Uninor and its competitors

Company profile

Uninor a new mobile operator in India. They combine the force of India’s second largest real estate company, Unitech Ltd and Norway-based Telenor, the 6th largest mobile communications group in the world.

Presently, Uninor services are available in the eight telecom circles of UP West (including Uttaranchal), UP East, Bihar (including Jharkhand), Orissa, Tamil Nadu, Karnataka, Kerala and Andhra Pradesh

Telenor Group has invested INR 6135.63 crores through new shares to hold 67.25% equity in the company

Marketing Strategy Of uninor in India.

Uninor Is offering cheap tariff plans across the 8 operating circles.

Uninor is heading forward to cover 21 of the 22 operating circles

Uninor is planning to attain at least 8% of the market share.

Unique strategy : No celebrity endorsement.

Tariffs and other services

I save 32Free 1000 minutes on calls from Uninor to Uninor . I save 49Free 100 minutes on calls from Uninor to Uninor

Local calls at 29p/minSTD calls at 49p/min

I save 429Free 1200 minutes on calls from Uninor to Uninor

Local calls at 29p/minSTD calls at 49p/min

I save 24 (national SMS pack) 75 free local/national SMSAll local/national SMS post free SMS at 11p/SMS

I save Singapore/Malaysia minutes pack

Save on calling Singapore/Malaysia …etc

GPRS (Internet services)Rs90, 3GB,30 daysRs9, 60MB,3 days 10p/10KB *Free browsing on facebook, Orkut &

twitter

Field Work

Data Source:

Primary

Local Residents of lucknow using mobile telecom service. Students

Field Work

Secondary data

Web sites

www.uninor.com www.Telecomyatra.com Magazines/Journals My Mobile

QUESTIONNAIRE

• A structured questionnaire was designed in order to get the needful information which was utilized to do the data analysis.

• Initially a qualitative research was conducted on a few members of population to identify the attributes related to customer satisfaction.

SAMPLING

• Target Populationo Residents of lucknow using mobile telecom service.

• Sampling Technique:o Stratified Sampling

Strata I: Teenagers Strata II: College students ( undergraduates & postgraduates )

Strata III: Working professionals Strata IV: Middle aged & Aged people

SAMPLING (contd).

Sampling Design: The sampling design mainly consists of the sample taken for the

study along with the sample size, sample frame and sampling method.

Sample Universe: All customers using any telecom network will be taken as the

sample universe. Sample Size: From the universe, sample sizes of 20 customers were

selected for the purpose of the study.

SAMPLING (contd).

Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience.

COMPARISION WITH NEAREST RIVAL!!! (Tata DOCOMO)

Tata DoCoMo’s Buddy-Net

Uninor’s Daily Rental Basis Plan

Details Join BuddyNet for free, weekly rental Rs7 (per day cost Rs.1), for first month it’s free of cost as free trial.

Pay Re2/day

Tariff Local 1p/6sec, STD 1p/2sec among BuddyNet members

Local 29p/min, STD 49p/min

To which calls Cheaper call rate among BN members(of course TD customers) who also paying Rs7/week(for first month free).

You have to pay Rs2/day to call cheaper to Any time, Any numbers, Any network across India.

Leaving the plan You can leave BuddyNet anytime and go for TataDocomo basic plan of call rate 1p/sec

You can migrate to Uninor’s 2nd plan where call set up charge is 39p per call.

What’s the Deal You and your 5 friends are having Docomo connection so after 1st month total charges @7/week =Rs.42

It’s flat simple. You pay Rs. 2 daily and call any local no @ 29p/min

Verdict Get for 1st month free of cost! Then move to others for calling onnet numbers at cheaper rate, for eg Reliance’s UL/ ULweekend/UL night pack

For local calling Idea offers 40p/min. or get MTS for 1p/2s local & 1p/sec std for onetime lifetime recharge(Rs 95 / Rs 198)

EXPECTATIONS

RESEARCH QUESTIONS AND HYPOTHESIS

RQ1:What is the choice of the customer with respect to telecom services?

H1a:Students prefer offers than services.H1b:Adults prefer services than offers.

RQ2:What is the awareness of customers about uninor and its new plans?

H2: Customers are aware of the services offered by uninor.

EXPECTATIONS(contd…)

RQ3:What are the problems faced by Customers?H3a: Customers are facing mainly the network problem.H3b: Customers were also not getting recharge coupons of uninor.

RQ4:What is the position of uninor against its competitors?H4: uninor is the fastest growing telecom company among the

recently launched telecom service providers.

RQ5:What is the loyalty status of the consumers?H5a: People of age group 15-35 are not loyal.H5b:People of age above 30 are very much loyal.

EXPECTATIONS(contd.)

RQ6:What is the strength and weakness of uninor ?H6a: The strength of uninor is its convenient tariff plans.H6b:The weakness of uninor is lack of expertise in Indian market.